L'Oreal Dia Richesse is a rich demi-permanent creme hair dye that is formulated with advanced alkaline technology to create deep, rich tones and extraordinary softness. It is a tone-on-tone ammonia-free hair color that is ideal for blending away your first gray hairs leaving you with a natural-looking color. It also provides up to 70% coverage of white hair. L'Oreal Dia Richesse creates intense, rich, reflective tones, provides up to 70% white hair coverage, lifts up to 1.5 levels, and leaves incredible shine and softness.This is an ammonia-free professional creme hair color formula for precise application and care for your hair. Dia Richesse by L'Oreal creme hair dye lasts up to 4 weeks.